Change search
ReferencesLink to record
Permanent link

Direct link
Konst på internet idag: En retorikanalys av konstverksamma organisationers självpresentationer
Umeå University, Faculty of Arts, Department of culture and media studies.
2014 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesisAlternative title
Visual Arts transformation in the information age : A rethoric analysis of art organisations' self-presentations (English)
Abstract [en]

This is a qualitative study about Art transformation and commodification in the digital age. The study applies a rhetoric analysis with the aim to understand how art sellers, gallery owners and entrepreneurs take part in this transformation process through their websites’ presentation texts ”about us”. The analysis is related to communication theories but it is also inspired by other theories such as Gramsci’s hegemony theory and Bourdieu’s cultural critical theory. The study shows that in an environment of ”Global Communication”, activities that are related to the visual art on the net are strongly influenced by the commodification. Marketers and business managers have a big advantage of this phase of change in Art activities on the net. As senders in a one-way communication process, they use their rhetorical skills in their presentation texts to build identities or to enhance their business, depending on the positions of power they have in the market. They invest in art and artists, in order to expand their businesses and to capture a wider audience of recipients on World Wide Web to get more money and power. The study recommends further research about the Art commodification, preferably from the receiver’s and the artists’ sides to reveal more aspects of the effects of this transformation process in Art and its values.

Place, publisher, year, edition, pages
2014. , 38 p.
Keyword [en]
Art related activities, communication, senders, audience, presentations text, rhetoric analysis, hegemony, transformation and commodification.
National Category
Media and Communications
URN: urn:nbn:se:umu:diva-85830OAI: diva2:695411
Educational program
Programme in Media and Communication Studies
Available from: 2014-02-11 Created: 2014-02-10 Last updated: 2015-06-26Bibliographically approved

Open Access in DiVA

Konst på internet idag(2069 kB)887 downloads
File information
File name FULLTEXT02.pdfFile size 2069 kBChecksum SHA-512
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
A. Aljundi, Rachelle
By organisation
Department of culture and media studies
Media and Communications

Search outside of DiVA

GoogleGoogle Scholar
Total: 887 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 3007 hits
ReferencesLink to record
Permanent link

Direct link